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Branding strategy development based on innovative behaviour


  • Popy Rufaidah


The purpose of this paper is to propose a measurement approach for measuring branding strategy development based on innovative behaviour (BSD-BOIB). Based on the theories of branding strategy and innovative behaviour, the author proposed the scale to measure BSD-BOIB. The study was conducted in Indonesia using a sample of 245 SME's entrepreneurs who produced various goods and services. In measuring the BSD-BOIB, the study has applied exploratory factor analysis and validation through the use of confirmatory factor analysis. The results of the study shows that all fit indices indicate that the scale of BSD-BOIB is four factor constructs (namely: brand idea formation, brand opportunities search/exploration, and brand role model/championing and brand idea application); and the evidence indicates that the full model of the variable is valid. This research is one of the first to investigate simultaneously the measurement of branding strategy development based on innovative behaviour.

Suggested Citation

  • Popy Rufaidah, 2017. "Branding strategy development based on innovative behaviour," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 18(3), pages 396-416.
  • Handle: RePEc:ids:ijbglo:v:18:y:2017:i:3:p:396-416

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